Peter Grafström

Peter Grafström is the President US for Haypp Group since February 2020. Haypp is the largest retailer of Nicotine Pouches in the world and operates in the USA and 6 markets across Europe, serving almost one million unique consumers in 2023. 100% of its sales are online. Haypp is also the leading provider of consumer insights on Nicotine Pouches, based on the data from its consumers.

Peter is an accomplished executive with over twenty years of experience in B2C and B2B sectors. He has held a range of commercial and general management roles within the nicotine industry, showcasing his profound expertise in regulated categories and global markets. Prior to joining Haypp Group, Peter spent 15 years with Philip Morris, and 2 years as CEO for Northerner Scandinavia.